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Run paid search campaign 50% cheaper

SDanisovsky ‎09-17-2013 09:46 AM - edited ‎06-26-2015 03:27 PM

In May, on our regular partner marketing enablement webinar, we announced three marketing campaign promotion packages for software partners using HP Campaign Syndication Service (CSS) in EMEA. The promotions were built on pay-per-click campaigns, which are available in the CSS as the Online Ad tactic. The interest was enormous and all three promotions were taken by our partners in less than one day. With such high expectations, we were all obviously impatient to see the campaigns result once finished. Here are some of the outcomes.

 

Let’s first resume the starting point; the campaigns provided to partners were built and available via HP Campaign Syndication Service. The Online Ad tactics available there get published on a regular basis and are usually based on input from the HP product marketing. Each campaign can be personalized with partner’s brand elements and then activated. At that moment, the partners enter into a planning engagement with Zift Solutions (the provider of the marketing automation platform) to finalize the campaign planning (budget, duration, geography, etc.). Zift experts take care of campaign initiation through Google search network and oversee the campaign execution for 8-10 weeks in general. Partners receive regular weekly reports as well as the final overall report at the end of the campaign. Depending on the solution and geography, Zift estimates that each campaign yields between 15-20 leads provided to the partner; off course HP doesn’t see the individual leads, only the statistic results.

 

ALM campaign in the UK

The very first campaign was focused on the HP Application Lifecycle Management solution and run by a partner in the UK with a very short planning period. Since the campaign was already available in the CSS, it took literally few days to set it up on Google, kick-if off and run mostly in June.

 

Metric

Total

Impressions

114,550

Clicks

416

CTR

0.36%

Leads

54

Conversion Rate

12.98%

 

What’s impressive is the number of leads generated (54) which by far exceeded the general estimation. Given the fact the campaign was ready for execution (thus no development cost involved), the result proves it to be a highly effective tactic from a partner’s perspective.

 

Asset Management and CMDB campaign in the UK

The second campaign run by a partner was built around the HP Asset Management solution in relation to the HP Configuration Management Database (CMDB) and HP Universal Discovery products. The campaign was not fully available at that time thus we had to go through a quick update and finalization exercise. In a very short space of time, we agreed on the correct message and positioning, the correct audience segment definition and keyword selection. This was all an excellent experience, and a great example the partner, HP product marketing team and Zift Solutions’ experts working together successfully.

 

Metric

Total

Impressions

23,274

Clicks

148

CTR

0.64%

Leads

15

Conversion Rate

10.14%

 

One may be curious as to why the number of leads was so much lower comparing to the previous campaign. Firstly, it’s hard to answer it objectively as the promoted solution was completely different; hence the different audience and a different market segment with its own specifics. Furthermore the campaign was mostly run throughout August which is always a low season period, resulting in a much lower impression rate (see and compare the two tables).

 

On the other hand the click rate has almost doubled and the conversion rate is very high as well. This proves the effectiveness of this campaign, and therefore is on par with the previous one.

 

Interested? Give it a try.

In case you’d like to try the pay-per-click tactic with us through HP Campaign Syndication, we’re offering 50% off the campaign cost, this quarter,  to partners willing to run it using the available content (solutions). Whether you are convinced from the above case studies or not, why not try a test in your country? Especially if you can run it for half of the cost as you would usually do. If you are interested, please send me an email.

 

You can learn more about the Campaign Syndication or watch a 2 minute demo to how to run an online ad on it.

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SDanisovsky

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